As a freelancer, you usually have to toot your own horn. Occasionally, however, someone toots it for you. That recently happened after I led an interactive Chamber of Commerce presentation about writing media release tips.
I opened the presentation by saying that media releases can mean free publicity, but only if they get published. In order to get noticed, you need a hook that will attract editor and reader attention. Think fishing. Think bait.
When searching for a potential hook or lead for a media release, I recommended, ask yourself:
1) How does my business or service benefit clients?
2) How are current social trends or news stories impacting my business?
3) What’s happening in my business that’s newsworthy?
- Is my business changing in a way that will impact my clients positively?
- Do I offer a unique product or service?
- Have I won any awards or received other noteworthy recognition?
- Are my clients saying or asking the same thing that might be worth noting?
- Have I recently launched a website or made a TV appearance?
- Am I planning to offer a workshop?
After attendees had worked on their hooks, they shared them—along with information about their businesses—to the others at their table. Then I introduced them to mind-mapping as a less linear way to get ideas for a media release. (Stay tuned for a mind-mapping blog entry, coming your way soon.)
Then they learned about using the Sloppy Letter to generate ideas for content, along with what in the writing business is called the “nut graf.” This paragraph provides readers with the basics about your business/product/service and helps establish credibility.
After demonstrating my paste and pile method and discussing my Seven Secrets to Writing Just about Anything (check the blog archives) I explained that you want to end the media release with a call to action and information about where readers should go for more information or to make a purchase.
To be honest, I wasn’t sure if the presentation had succeeded as well as I wanted, in part because of a time snafu. (Note to self: When speaking in public put new batteries in the clock you take to help with timing.) Need I say more?
Still, I guess it worked. So I will unabashedly share a couple of the testimonials I received while I bask in the praise.
“I learned so much from your class on how to write a better press release that I couldn’t wait to get back to the office and write one!” wrote Tia Sherry, Outreach Coordinator for the not-for-profit organization Volunteer Connect. “I applied the tools you had given us like mind mapping and was very pleased with my write-up.”
But wait, there’s more.
“I’m so glad that I attended your presentation today. I thoroughly enjoyed your straight-forward and down-to-earth approach,” wrote Jennifer Martin of Success Strategies Business Consulting. “The exercises were just enough to get everyone thinking creatively in a relaxed environment. I had great fun and walked away feeling like I had the tools to move forward in a productive way. Awesome!”
I’ll say. Having someone else pat you on the back is definitely more satisfying than doing it to yourself. So next time you’re impressed with someone’s work, you just might want to let them know.
You’re so welcome Sandra. I’m so pleased you included me in your book. It’s a great reference for anyone needing publicity. And what writer doesn’t need that?